Design: Terminal design
Project Type: Produced
Client: Peasant farming
Product Launch Location: Russia
Packaging Contents: Smoked Meat
Packaging Substrate / Materials: Paper, plastic
Kurnaya Izba (Smoking hut). A new consumer brand in the market of prepared (ready) smoked products of the North-West region of Russia. Kurnaya Izba (Smoking hut) is a traditional peasant hut in Russia, heated by a stove without a chimney. Smoke came out through the door and windows.
In Russian, the name “Kurnaya” sounds alike to the actual name of the product — chicken meat (Kurinoe myaso in Russian). Thus, we combined the place of preparation and the product itself in one name, one essence. The first item in the product line is smoked chicken. The sign resembles both a chicken and a wood saw cut. We drew the black ends of chopped firewood, looking like the animal silhouettes. These are the main elements, the dominants that shape the brand style.
The slogan “Smoke black” means that the meat is cooked in the thick smoke of a wooden Smoking hut. Heat treatment technologies while preparing make a conserving effect on meat.
In this case, the black silhouettes of animal logs turned into stickers, which are easy to additionally mount posters on the streets of the city. Where posters can be glued, we intrigue the viewer with our stickers, thus attracting attention to the Kurnaya Izba brand.